Video 11: Sponsored Brand and Sponsored Display Strategies

In this video, we’ll guide you through the remaining ad types—Sponsored Brands and Sponsored Display—and show you how to create strategies for them. We’ll also introduce a Promo Days feature for adjusting campaigns during high-traffic shopping periods. Let’s get started!

Sponsored Brand Ads

Sponsored Brand ads help showcase your brand and drive traffic to your Amazon storefront or specific product pages. These ads can appear in different formats:

• Video Ads

• Store Spotlight Ads

• Product Collection Ads

Here’s how to set up a Sponsored Brand Strategy:

1. Name Your Strategy
   Choose a name based on the products you’re advertising or your campaign goals.

2. Select Your Brand
   Pick the brand you want to feature in the campaign.

3. Choose Your Algorithm
   Pick an algorithm (Profit, Sales, or Visibility) that fits your campaign goals. If you need a refresher on these, check out the first video in this series.

4. Pick Your Ad Format

• Product Collection Ads: Showcase multiple products on a landing page and direct traffic to product listings or a store page.

• Store Spotlight Ads: Drive traffic to your Amazon store or specific subpages.

• Video Ads: Promote your brand or product using a video, driving traffic to either your store or product detail page.

1. Customize Your Ad

• Headline: Add a headline highlighting your product's unique benefits.

• Logo: Upload your brand logo.

• Pages and ASINs: Choose which pages or products to display in your ad. Click “Show Preview” to see what it looks like.

1. Finalize Your Ad
   Once you’re happy with your ad, review it and submit.

Sponsored Display Ads

Sponsored Display Ads are simple to create and appear all over Amazon and even on third-party websites. These ads allow you to target:

• Audiences: Reach customers who have shown interest in similar products.

• Remarketing: Retarget customers who have interacted with your brand before.

• Competitor Targeting: Show your ads on competitor product pages.

Here’s how to set up a Sponsored Display Strategy:

1. Name Your Strategy
   Choose a name for your strategy.

2. Select Your Algorithm
   Pick an algorithm that matches your goals.

3. Choose Your Targeting

• AI-Powered Targeting: Astra will automatically identify products to target.

• Manual Targeting: You can also select specific competitor products to target.

• Remarketing: Set parameters for retargeting previous customers.

1. Pick Your ASINs
   Select which products you want to advertise.

2. Finalize Your Ad
   Review everything and launch your campaign.

Bonus: Promo Days Feature

The Promo Days feature allows you to adjust your ACOS target during high-traffic shopping periods. Here's how it works:

1. Define the Promo Period
   Set the start and end dates for your promotion.

2. Adjust ACOS Target
   Increase or decrease your ACOS target during the promo period based on your strategy.

3. Automatic Reversion
   After the promo ends, the ACOS target will automatically revert to the original value.

4. Post-Promotion Adjustment
   Astra will be more conservative with spend 1-2 days after the promo to balance the increased spending.

Now that you know how to set up your Sponsored Brand and Sponsored Display strategies, along with using the Promo Days feature, the next video will cover how to manage, analyze, and adjust your strategies to maximize performance!